JOB DESCRIPTION JOB PURPOSE. Head of Marketing / Chief Marketing Officer

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1 JOB DESCRIPTION Job Title: Grade: Responsible to: Responsible for: Head of Marketing / Chief Marketing Officer Management Vice-Chancellor and President Corporate marketing; student recruitment; public relations; internal communications & engagement; advancement, alumni & events; international office; out-reach & access; and, academic partnerships business development. JOB PURPOSE Chief Marketing Officer (CMO) will provide strategic and operational leadership for the university's marketing, communications and engagement activity across all external and internal stakeholders and will, in particular, deliver student recruitment targets. S/He will lead on the development and position of the university s brand, core market proposition to deliver tangible improvements to the university s reputation and reach regionally, nationally and internationally. The incumbent will strengthen internal staff communications to support organisational development and shape a positive results-driven culture. The incumbent will co-ordinate cross-university teams in the delivery of engaged, personalised and two-way student internal communication delivering improvements in continuation and student satisfaction. S/He will also lead on the development of wider stakeholder engagement, communication and fundraising strategies to support the delivery of institutional objectives. The CMO will lead on the development and implementation of strategies to deliver against student recruitment targets in all markets and across all levels and support the diversification of income generation, adopting a collaborative approach. S/He will play a key role, alongside Strategic Planning, in supporting the Executive Deans to develop, review and position the academic portfolio ensuring alignment with the university s corporate plan, core positioning and flagship strategy.

2 MAIN DUTIES AND RESPONSIBILITIES 1. Develop and implement a single, joined-up vision and strategy for the university s student recruitment, marketing, communications and engagement agendas, to build brand and reputation and deliver greater impact, reach and influence for the university. 2. Lead, manage and develop staff across the service to achieve the delivery of high quality, effective and responsive services, foster initiative, development and a rewarding results-driven culture. 3. In partnership with the Director of Strategic Planning and the Executive Deans, support the review and development of the academic portfolio ensuring that programmes have clear demand, target audiences and compelling value propositions. 4. In partnership with the Chief Finance Officer, develop and implement effective pricing strategies including fee setting, scholarships, bursaries and discounting, balancing commercial requirements with the needs of target customers. 5. Make skilful use of all available evidence, including original research, market intelligence and analysis to identify risks and opportunities, manage operations, and inform planning and decision-making. 6. Responsible, in partnership with the Executive Deans for the delivery of annually agreed student number targets. 7. Provide effective management of the University s student recruitment operations, developing and implementing creative, innovative and forward-looking strategies to include home, EU and international recruitment activity, as well as internal progression, to increase interest, enquiries, applications, enrolments and maximise conversion. 8. Provide effective leadership in the development and direction of a cross-university approach to student communications delivering improvements in engagement, continuation and student satisfaction. 9. Provide effective leadership in the development and direction of a cross-university approach to graduate communications delivering improvements in engagement, graduate employment and philanthropic giving. Lead on the development of the university s advancement strategy and functions including alumni relations, fundraising and sponsoring, donor stewardship and associated systems. This includes the planning and operational delivery of the university s graduation ceremonies. 10. Lead on the development and delivery of an exceptional customer experience including responsibility for the development, implementation and management of appropriate processes and systems (including CRM and marketing automation), in partnership with the Academic Registry and IT Services.

3 11. Lead the development, implementation, monitoring and evaluation of the university s Access Agreement/Access and Participation Plan and act as the lead contact with the Office for Students in this regard. 12. Oversee the development and delivery of widening participation and access programmes, initiatives and services including the East London Skills and Employment Federation and the Essex Collaborative Outreach Network (ECON) and London NCOPs. 13. Develop and implement communication strategies to build brand, reputation and stakeholder engagement, including the generation of external media coverage and acting as a credible media spokesperson for the university. 14. Working with the University Executive Board and the Director of HR, lead on the development and delivery of effective internal communication strategies to increase staff engagement, support organisational development and establish a positive and results-driven culture. 15. Proactively identify risks and prevent or manage incidents which could potentially harm UEL s reputation including the provision of expert media and crisis management advice to the University Executive Board and colleagues. 16. Act as the university s brand guardian and ensure the internal creative studio and external agencies delivery high quality and effective solutions and services across all channels and mediums. 17. Develop and implement the university s website, digital marketing and social media strategy including lead responsibility for content strategy and editorial standards. 18. To lead on business development activities, in partnership with Executive colleagues, including academic partnerships and in recruitment to diversified revenue streams. 19. In collaboration with Executive colleagues, to lead on transformation projects aligned with Vision Develop and manage significant budgets, in accordance with the university s financial regulations, ensuring value for money and maximising return on investment. 21. Ensure compliance of all activities and initiatives with relevant regulations and laws including Advertising Standards, Competition and Markets Authority (CMA) guidelines, Safeguarding, the UK Quality Code and the GDPR. 22. Represent the University professionally and with integrity internally and externally, building effective relationships with to increase knowledge exchange and cooperation, in the pursuit of agreed objectives and priorities. 23. Work in accordance with UEL policies, including our Equality and Diversity policy. 24. Any other duties appropriate to the role, as required.

4 PERSON SPECIFICATION EDUCATION QUALIFICATIONS AND ACHIEVEMENTS Relevant master s degree, professional qualification, and/or substantial senior experience in marketing, communication or related discipline. (C/CV) KNOWLEDGE AND EXPERIENCE Demonstrable track record of working in or alongside the higher education sector at senior management level in a student recruitment, marketing or communications role (CV/I) Extensive experience of leading, developing and implementing successful student recruitment strategies in the domestic and international markets to deliver against stretching targets. (CV/I) Strong business acumen and experience of managing complex large-scale operations within budget and to target. (A) Analytical skills, including the ability to commission and interpret market research, and the statistical competence to analyse, interpret and communicate findings and recommendations. (A) Proven track record in developing and delivering integrated internal and external communication strategies to engage stakeholders and build brand and reputation. (CV) Strong understanding of the complexities of large higher education organisations and the local and national policy landscape and able to develop policy, initiate organisational change and implement vision. (CV/I) Desirable: Experience of leading successful alumni relations and fundraising strategies and campaigns to support organisational objectives. (CV) Experience of developing, implementing and monitoring the impact of widening participation strategies and Access Agreements. (CV/I)

5 LEADERSHIP Exceptional leadership skills, demonstrating emotional intelligence and resilience, thriving on challenges and remaining calm under pressure (CV/I) Significant demonstrable ability to think strategically, deliver organisational strategy and gain buy-in from relevant internal stakeholders, including staff (CV/I) Significant and demonstrable experience of leading and managing a team including the development of talent to deliver the organisation s strategic objectives. (CV) OTHER ESSENTIAL CRITERIA An excellent and persuasive communicator with the gravitas to be credible working at senior level and as the university s external spokesperson. (CV/I) Commitment to and understanding of equal opportunity issues within a diverse and multicultural environment (A) Criteria tested by Key: A = Application form C = Certification I = Interview T = Test